Impact of corporate visual identity on consumer`s perception of a brand : the meaning of logo’s shape and colour in Finnish market.
Pham , Van (2014)
Turun ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061212698
https://urn.fi/URN:NBN:fi:amk-2014061212698
Tiivistelmä
The purpose of this research is to study how shapes and colours used in logo influence consumer’s perceived characteristics of a brand, specifically in Finland.
Key concepts addressed are visual identity - which includes logo, and brand personality – which refers to consumer’s perception of a brand’s characteristics. The theories of aesthetic stimuli’s referential meanings, colour associations, and meaning of shapes and symbol are used to explain how consumers relate to brand via initial observation.
Research was designed base on Aaker’s well-known brand personality scale (1997) with some necessary adjustments. Eleven colours and six logos were included in research design. Questionnaire’s participants were selected via convenient sampling; 244 completed responses were collected over a one week period. Research questions and data analyse were divided into two sections: first for logo’s colours, and second for logo’s shapes.
Outcome confirms the impact of aesthetic associations on brand identity, and shows implications of colour and shape’s meanings in logo design. Each colour and shape used in logo has certain associations that can convey into characteristics of the brand it represents. As the result, they play an essential role in how consumers perceive a brand.
Suggestions for future research is a more excessive study with larger sample and more diverse background.
Key concepts addressed are visual identity - which includes logo, and brand personality – which refers to consumer’s perception of a brand’s characteristics. The theories of aesthetic stimuli’s referential meanings, colour associations, and meaning of shapes and symbol are used to explain how consumers relate to brand via initial observation.
Research was designed base on Aaker’s well-known brand personality scale (1997) with some necessary adjustments. Eleven colours and six logos were included in research design. Questionnaire’s participants were selected via convenient sampling; 244 completed responses were collected over a one week period. Research questions and data analyse were divided into two sections: first for logo’s colours, and second for logo’s shapes.
Outcome confirms the impact of aesthetic associations on brand identity, and shows implications of colour and shape’s meanings in logo design. Each colour and shape used in logo has certain associations that can convey into characteristics of the brand it represents. As the result, they play an essential role in how consumers perceive a brand.
Suggestions for future research is a more excessive study with larger sample and more diverse background.